When the craving hits, it often leads to one place—McDonald’s. That deeply familiar and instinctive moment forms the core of McDonald’s latest brand campaign across the Nordic region, crafted by creative agency NORD DDB. The campaign is designed to reconnect consumers with the emotional and sensory pull of a freshly made McDonald’s burger.
Based on interviews conducted across the Nordic countries, the brand identified a common insight: people didn’t just crave burgers in general—they craved McDonald’s burgers in particular. This powerful association became the foundation for a campaign that celebrates that moment of sudden hunger and turns it into an immersive experience.
“We wanted to make people feel that instinctive pull towards McDonald’s—the one that starts in your stomach and ends with your favorite order in hand,” said Staffan Ekstam, Nordic Marketing Director at McDonald’s. “By showing the food exactly as you'd experience it in our restaurants, we’re reminding people what makes it so craveable: the realness, the freshness, and the flavor.”
The campaign leans heavily into sensory storytelling, from the sound of the sizzle to the sight of the first bite, evoking the signature moments that make a McDonald’s experience unforgettable. Whether it’s the golden fries or the iconic cheeseburger, the visuals and sounds are designed to awaken cravings in a deeply familiar way.
Running across television, digital platforms, and social media throughout the year, the campaign also includes tactical product films tied to limited-time offerings. To further engage younger audiences, McDonald’s has launched a Snapchat lens in all four Nordic markets, allowing users to virtually enjoy their favorite menu items through playful AR experiences.
This new push is not just about visibility—it's about emotional resonance. By tapping into real consumer insight and blending it with immersive digital tools, McDonald’s aims to reassert its unique role in everyday life: the place you instinctively turn to when the craving strikes.
